LH AGENDA > Publisher's Choice - Interviews

Publisher’s Choice – Interviews

Carolyn Creswell, Founder of Carman’s Fine Foods recently made it as the youngest entrant on BRW’s inaugural women’s rich list with a fortune of $55 million plus her product is one of five selected by the Australian government to be stocked in Sainsbury’s stores across Britain.
At just 18 years of age, she put in an offer to buy out a family run muesli-making business. A lifelong entrepreneur with a business spanning over 20 years, Carolyn believes passionately in taking calculated risks. With Carman’s Fine Foods available in 32 countries and growing, she talks to Leaders in Heels about her journey, then and now.

1. What were your goals at 18 when you first bought out your employers?
It was mainly to save my job and being an opportunist at the time.
2. What made you decide to go into that particular industry?
That was just one of my jobs. I had lots of jobs at the time including working at Coles, as an English tutor, I also babysat every Saturday night to earn money.
3. What are your goals now 20 years later?
We are looking at developing a sub-brand called Yummos; a children’s lunchbox product. I am also filming a TV show called ‘Recipe to Riches’ which will air on Channel 10 in July 2013.
4. Carman’s Fine Foods is available in 32 countries so far. What made you decide to expand into international markets?
It was the thrill of having the product available overseas and the experiences associated with this strategy. It started with one country at a time and has grown since.
5. Did you experience any challenges when expanding internationally?
Nothing in particular. In fact it’s been wonderful to travel the world and learn about other cultures and overall it’s been a rewarding journey.
6. In your opinion, what are the qualities that make up a successful entrepreneur?
The ability of an entrepreneur to take a calculated risk is very important.
7. The best piece of advice you’ve been given?
Be honest. It doesn’t matter how bad things are, always try and tell the truth.
8. Challenges you overcame while balancing your business with family?
Being in the moment with whatever I’m doing leads to much better work-life balance and just working smarter and not harder. Personally, I prefer doing things via email or phone instead of face-to-face; I find it helps me to control my time much better.
9. Any particular reason you chose the name Carman’s?
It’s actually the first three letters of my name and the first three letters of my business partner’s name.
10. What are your 3 top tips for young women in business?
a. Love what you do! Your passion, drive and enthusiasm will determine your business’ success.
b. Success is doing the best you can with what you have got. Attitude is everything. If you always think the glass is half full, you will find it rubs off on those around you and leads to a happier and healthier life.
c. ‘Drive it like you stole it’ – Sometimes you just have to trust your instincts, dive into the deep end and go for it!

Getting to know Carolyn…

1. What are you reading presently?
I’ve just finished reading Ian McEwan’s Sweet Tooth. He’s one of my favourite authors and another one I’m about to start reading is The Effective Executive: The Definitive Guide to Getting the Right Things Done.
2. Do you have a favourite saying or cliché?
It is what it is. Sometimes we spend a lot of time trying to change something when instead we need to work around the circumstances. Don’t pour your energy into changing something when it’s not changeable.
3. What is the one word you’d use to describe yourself?
Passionate. Organised. Enthusiastic. Very much optimistic!

Is there really a glass ceiling or do women sometimes need to get out of their own way – or perhaps a bit of both?

In the early days, women had to be dramatic to be noticed and taken seriously- infact as women forged careers in the later part of the last century, they would often use their masculine traits – i.e. to play men at their own game. Whether they were comfortable with doing this who knows… but what businesses really need are the feminine strengths and skills; particularly listening, nurturing and creativity.I am proud to bring my female traits to my role as an entrepreneur.

I am proud to bring my female traits to my role as entrepreneur

Yet regularly, I’m asked to comment on what are seen as ‘issues’ facing women in business. I know that personally I am focused on results as well as being empathetic and generous. As I have aged, I also think I have become more self-assured and assertive. As a young woman in business, I wish someone had taken me aside and shared the following:

1. Speak out
Now, this could be a simple nature vs nurture, but how many preconceived notions exist because we stereotype boys as boisterous and girls as quiet. (I remember one of my son’s teachers admitting – we control boys, we teach girls). I was once called to my daughter’s school in her junior year and asked to ‘explain’ why she had an outspoken nature. Given what her mother does for a living I was hardly surprised – but of more concern was the fact that the female teacher said “You travel a lot for work, she needs you around more”. I pointed out that my daughter had her dad with her at home every night of the week…. I questioned what the school was teaching their students if it was not to follow their dreams and speak up for themselves.

It is not ‘pushing’ to speak up for yourself

2. Don’t use 20 words when 10 will do
Women tend to use more words than men, which can dilute a message. Again, I believe this is a fundamental gender difference. I’m sure our foremothers shared stories and communed whilst gathering berries, whilst ‘shooting the breeze’ between our forefathers’ hunting packs was frowned upon in case it alerted the prey. In the case of business, try using 25% fewer words in conversations and e-mails than you normally would, and see what happens.
Take your time when you respond to a question and structure your argument. Pause and say “The three points I wish to cover are…” and stick to three points. Being succinct is key to being heard.

3.Money is not a dirty word
Women will negotiate for less money when offered the same position as a man for fear of coming off as greedy, according to research by Lisa Barron of the University of California, Irvine. In general, the study shows that women are less comfortable equating a dollar amount with their self-worth. Also, because they see themselves in relationship to others, they feel less comfortable promoting their self-interests when it may be detrimental to others. Again, I wonder if the latter is a generational barrier that will dissolve over time as more women improve their negotiation skills.

The statistics are staggering: Women leave somewhere around $500,000 on the table by the time they’re 60 if they don’t negotiate an equitable first salary, according to a study by Carnegie Mellon University Professor of Economics, Linda Babcock and writer Sara Laschever.

For my part, whether you are male or female, everything is possible and achievable if you understand WHY you are pursuing it and you have PASSION for achieving it.

CHALLENGES
One of the biggest challenges for a start-up business is differentiation. It is very hard to be a remarkable ‘purple cow’ as Seth Godin implored – when everyone is claiming to be a ‘purple cow.’ The sheer volume of messages that we are bombarded with each day is overwhelming.

Real cut through comes from the authentic experience someone has of a brand. At RedBalloon we just figure that rather than making ‘promises’ and ‘ trying to sell’ stuff – we will just let people know what we stand for. Marketing has come a long way from the 1950’s – but the premise is the same – “I want to know that I am dealing with someone real – and what you stand for.”

Naomi Simson is the Founder of online gift retailer RedBalloon which was chosen as the 2011 national winner of the Ernst & Young Entrepreneur of the Year award – Industry Category. She blogs at http://naomisimson.com/.

Pip Marlow, Managing Director Microsoft Australia talks to Leaders in Heels Editor Rashida, about how she ended up in IT and the importance of taking risks in your career.

Q. How did your career start?
My career in IT began when I started working for a small reseller doing administration work. I really got passionate about IT as a career when I went to work for Samsung. Samsung is an incredibly diverse company but when I started to see how quickly they were able to drive innovation and how quickly products changed – I thought that’s pretty cool. That’s when I really thought that this was the path for me.

Q. Tell us about your journey to the top and a defining career highlight?
It’s been an interesting journey. I spent a couple of years at Samsung and then went to work for a start-up. There were only three people at the beginning which then grew to be a hundred. That was one of the first defining moments for me, by learning to take a risk by getting involved in a start-up. When you don’t know when the next paycheck is going to come, and how well things are going to do. It really taught me to be confident in taking a risk and I’ve applied that learning throughout my career.

I came to Microsoft 17 years ago. I started in 1995, the year of Windows 95 and spent 2 years in Australia, 8 years in the US and 7 years back here in Australia. I had a couple of defining moments in that experience too. First, I was very very lucky that when pregnant with my first child, I got offered quite a substantial promotion. It really showcased that I was working in an organisation where they are really committed to diversity and taking a bet on me halfway through my pregnancy knowing I was going off on maternity leave. This fully demonstrated that you have to take a bet on people and I was very grateful for that. I try and do the same for people around me. Working at Microsoft as such a forward organisation has been a great experience. I had a lot of different roles in the company and it taught me to really have an appreciation for a lot of different seats there are across the business and really seek to understand the different parts to get an appreciation for the whole and that’s something that’s really helped me in my current role.

Q. How would you describe your leadership style?
I would say it’s participative although that’s not consensus for me. I believe in the wisdom of crowd and also in driving high levels of participation and engagement from the organisation and my leadership team. Through diverse thinking and the power of group, I think you can get to a better outcome than one or two people by themselves. I’m high on driving accountability, and I love to take bets and set their goals. I also like to have a little bit of fun. We spend a lot of time in the workforce and a lot of time together as a team. I think people want to enjoy what they do.

Q. Where do you see yourself in 20 years?
I would like to be impacting in 20 years as I have a real passion around education. I think education is the one thing that can right-size the lottery of birth. I think if we can help people in disadvantaged communities, if you can up-skill and help those people, they can really change the course not just for those individuals but actually for Australia. If we think about our productivity challenges then I think that’s something that’s just an incredible opportunity for us to make a difference, not just for individuals but for the community and country. I currently spend some time on two not-for-profit boards who are focused in the education sector and helping in disadvantaged communities. I would like to be more solely focused on that in 20 years’ time.

Q. What advice would you give to a person starting their career in the same industry?
If I were writing a letter to my 20 year old self what would I tell myself? I would say I’d get myself in mind to back myself, believe in yourself and back yourself. Sometimes I see a younger woman being a little bit more cautious. You have to believe in yourself and back yourself. I would tell myself that I’m going to make some incredible friendships and business relationships along the way and to nurture those and treat them really well. People are to me at the heart of all we do and so we would think about that aspect of how you’re going to be working and living your life. And I would also say don’t be afraid of change. The only thing constant is change in this industry. Don’t fear it, embrace it. Don’t fear change, embrace it. Change is the only thing that’s constant

Q. What challenges are faced currently for women in the technology industry?
The benchmark in Australia is women in IT is 23% based on the last research I looked at. Obviously that’s not representative of the population pool which is 50% or 51% of the population pool. Women are also 53% of university graduates. So I believe there are things that are still impacting a woman’s ability to either enter this industry or to rise to the top. One of the things I would say is does the glass ceiling exist? Probably there is some resistance, but I would probably say focus more on the sticky floor and not the glass ceiling and think about what are you doing to hold yourself back?

That’s the advice I gave myself 20 years ago – back yourself to take control of your destiny. Do active career planning and aspire, find some people to challenge you and help you because sometimes people don’t challenge themselves enough or aspire high enough. We set our own internal barriers so you’ve got to find people to help as sponsors or mentors. Candidly speaking, there is unconscious bias still existing, and organisations need to do more work to help all the unconscious bias. Assuming that the housekeeping is in order, that there is good maternity leave, good programs in most places to do that but I think you’ve got to go above and beyond.

Q. What is a typical day like for you?
I don’t have a typical day…that’s one of the great things about being in Microsoft and the way we work. We use activity-based working which means I can work anywhere to complete the activity I need. Some days I may choose to work from home, some days I may choose to be at my kids’ schools and take some calls. All I try and do is spend my day externally focused. Spending as much time with our customers and partners is a priority for me as is spending time with our employees, understanding what’s going on at the front line and how I can help them, that’s where I try and keep my focus.

Q. The best part of your job is…
Where I see the impact our people and technology have made on a business, on a person, on a community, on a school when everything just lines up beautifully .I can see where we have helped a customer with their problem, helped teachers with their kids’ learning, see them actually come to life is just brilliant and when I get to see that I get incredibly proud of our people and our technology.

Q. How do you maintain work-life balance?
With a great deal of focus! I don’t really use the term balance now because it’s work-life integration for me. That means there is going to be some times where I’m going to be a mum. For example, last year during school close, my daughter was in Year 6. I wanted to go to the graduation ceremony, that meant during the middle of the day I was at school, but in the evening I’d be working.

That integration of my work and lifestyle is important but it takes focus and planning. I do plan well in advance to make sure I meet the personal commitments that are important to me and my family. I do try and be transparent about those commitments to the organisation. People can look into my calendar and see that I’m at a school function. I try and role model and be transparent to the organisation. I also make sure I’m not beating myself up on any particular day for missing one or two things but really saying “This quarter was I a good enough wife, mother and team manager'” and having the right perspective on that.

Q. What did you think of the recent EOWA statistics?
I think it’s disappointing that despite the conversation that’s in the press on the topic,we are not seeing the conversation and the awareness drive change at a rate that I think is acceptable. It continues to disappoint me that despite that focus we are not driving change which leads to the question, what do we have to do? What is needed in order to see greater representation? Gender diversity is just one element of diversity, there’s age, race, religion so driving diversity not just gender is really important.

We are a multicultural country, one in four Australians is born overseas and we should start to see that reflected in the executive levels and in the boardrooms. Other countries have gone for quotas, Australia hasn’t. We do have to deal with firstly unconscious bias and secondly how to help people uncover merit otherwise we are not going to be able to make the change we need to make.

Away from work…

Q. What is currently lying on your bedside table?
My new ‘Surface’ that we just gave to every Microsoft employee, which is a new device we have just launched. I’m playing with that on the side of my bed right now so that’s a lot of fun. I’ve also just downloaded the first of Game of Thrones book so I’m just about to start reading it.

Q. What item is always in your bag?
My telephone, lip block and hand sanitiser.

Q. What couldn’t you leave home without?
I’m pretty closely connected to my telephone so it goes everywhere with me and a pair of comfy shoes.

Q. Who is your favourite designer or fashion brand?
I love Diane von Furstenberg because her dresses are so comfortable and versatile, and usually my choice at a school function or a corporate function. My favourite shopping website is birdsnest.com.au and they’ve got some great Australian designers on them.

Bobbi Brown first arrived on the beauty scene in 1991 with the launch of Bobbi Brown Essentials, and changed the face of makeup with a handful of 10 brown-based lipstick shades created to fill a void in the market of simple, flattering and wearable makeup. Today Bobbi Brown Cosmetics is a global brand, having expanded beyond lipstick to a full range of color cosmetics, fragrance and skincare with a presence in more than 1,000 doors in 57 countries and 18 free-standing stores and she is also launching her seventh book “Pretty Powerful Beauty Stories to Inspire Confidence”.

Leaders in Heels: It is quite amazing to hear that you launched Bobbi Brown in 1991 with a range of 10 lipsticks and 4 years later Estee Lauder decided to acquire your brand. Obviously it must have been a great success. How did you manage to create such a strong brand? Tell us your story.

Bobbi Brown: I saw a major void in the cosmetics industry that I knew I could help address. My vision was to create a simplified cosmetics line that looked natural and would match and complement women’s complexions. I started with creating lipstick shades that made lips look like lips, only better. I was incredibly passionate about my idea and how it could help women.

Leaders in Heels: How did you find out that Estee Lauder was interested in acquiring Bobbi Brown? And how did it feel?

Bobbi Brown: In 1995 we were approached by Leonard Lauder with an offer to buy. We weren’t for sale, but we were going through growing pains and knew we needed help if we wanted to take our business to the next level. Maintaining the integrity of the brand was top priority and I told Mr. Lauder I would only sell if I retained complete creative control. He agreed and the rest is history.

Leaders in Heels: You have always been committed to empowering women of all ages by providing generous financial and in-kind support to The Broome Street Academy in SoHo and Dress for Success. What message do you want to pass onto other women? How can we all contribute?

Bobbi Brown: The reason I do what I do is to empower women—and that’s what I hope I’m remembered for. I’ve been very fortunate in my life and I’m at a point now where I’m able to give to others. There are many different ways for all of you to make a difference on a daily basis from volunteering at a local organization to donating gently used clothes. Remember that anything and everything you do helps.

Leaders in Heels: What change would you like to see in the world?

Bobbi Brown: Everywhere women look, they are confronted with the same kinds of fashion and beauty images – ones that showcase a perfectionism that’s not realistically achievable. Between long hours at the office, family responsibilities, and endless to-do lists, it’s not feasible for women to spend hours in front of the mirror trying to emulate an airbrushed photo.

I think we are starting to see a cultural shift towards a more realistic potential for all women but there is still more work to be done. My philosophy has always been “be who you are.” This means everything from learning to love your lines to appreciating your unique features. To help spread this message I launched the Pretty Powerful campaign to show women how pretty they are and what can be done with the right makeup, knowledge and tools. This isn’t power as defined by someone else (and that includes me). It’s about knowing what’s right for you and following your own path to being who you want to be.

Leaders in Heels: As a makeup artist you meet lots of celebrities, politicians and other public figures on a daily basis. Who do you love working with and who inspires you the most?

Bobbi Brown: Over the years I’ve worked with countless women who I’ve loved working with and who most importantly have inspired me. Beyond makeup, we’ve talked about life-altering events; everything from the joy of being a new mom to dealing with homelessness and divorce. With each conversation, these women have shown that when you have the will and the heart, almost anything is possible—and that’s what Pretty Powerful is all about.

Leaders in Heels: What is the next big thing you are working on?

Bobbi Brown: To celebrate my new book Pretty Powerful and Pretty Powerful campaign that aims to show women how pretty they are and what can be done with the right makeup, knowledge and tools – I’m traveling to Chicago, LA, Dallas and Miami in October and then to Beijing and Hong Kong in November.

Leaders in Heels: Tell me about your new book “Pretty Powerful Beauty Stories to Inspire Confidence”

Bobbi Brown: Pretty Powerful is a new kind of makeup guide that starts with who you are, rather than how you look. The book is about conversations and transformations with more than 70 incredible women. It also includes my top makeup tips and tricks and personal stories to help women be their best, most authentic selves. Writing Pretty Powerful was an unforgettable experience. I had the honor of working with an amazing group of women who are full of energy and confidence, and whose celebration of life is truly inspiring. My hope is to help women everywhere understand that being who you are is the secret to lasting beauty — and that all of us can be both pretty and Pretty Powerful.

Leaders in Heels: What makeup tip would you give to women in business?

Bobbi Brown: Work makeup doesn’t automatically mean subdued or conservative makeup—it’s about doing what’s right for where you work (and your style). For example, someone who works at an ad agency or special events company probably has more leeway to have fun with their makeup than someone who works in a more corporate environment. However, office makeup is about looking polished and pulled-together. Like many women, I often do my makeup when I’m en-route to the office so my routine is quick and takes just a handful of products: Creamy concealer covers dark circles and instantly makes you look well-rested; stick foundation can be spot-applied just where skin is red or uneven; cream blush doubles up as a cheek and lip color; and a few coats of the blackest black mascara makes eyes pop even if you’re not wearing any other eye makeup.

Leaders in Heels: Leaders in Heels is all about empowering women. What advice can you give to my readers to create successful careers and lives for themselves?

Follow your dreams and passions. Have a vision of where you want to see yourself and figure out a course to take you there.
Don’t take no for an answer. If one door closes, look for a back door or a side door. Don’t hang with pessimists!
Have long term goals and mini goals. Don’t get overwhelmed – it won’t happen overnight.
Work on your craft, network, and always be nice. Hard work and niceness come back…
Do things with integrity and always look people in the eye when you talk to them.